Understanding Two Diverse Audiences

Chicago Zoological Society

Jo-Elle Mogerman

Christopher Panek

Chicago Zoological Society

• People = Conservation currency

• Operates Brookfield Zoo

• 2M+ guests annually

• 100K+ member households

Selected Audiences• Two audiences

– Latino– African-Americans

• Why?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Members who Reside inCook County

Non-Members whoReside in Cook County

CZS Staff

Cook County Population(2009)

Caucasian

Non-Caucasian

2010

Process

• Literature review• Focus Groups

– Leisure time decision making– Product offering/messages

• Recommendations on how to– Increase membership– Increase gate

Key Findings• Key pieces of information for

decision making is hard to decipher– What to expect from the

experience – Admission price options– Hours of operation– How to get here

• Upon explanation membership is appealing

Key FindingsLatinos-Acculturation• 1st Generation

– Zoo experienced as adult– ↑Language barrier– Use word of mouth & local

information sources

• 2nd Generation & Beyond– More likely to do what they

did as children– ↓Language barrier – Varied media

African-Americans-Cultural lens• Respect• Representation• Varied media

Key FindingsLeisure Values• Fun• Active• Educational• Family

Actions and Results• Diversifying images in advertising and

membership pieces• Testing different direct mail membership

lists• Testing different marketing strategies

Latino Member Households

3.00%

5.00%

7.00%

2006 2007 2008 2009

Actions and ResultsNon-Member Visits

9.0%10.0%11.0%12.0%13.0%14.0%15.0%

2006 2007 2008 2009 2010

AA

Latino

Member Visits

3.0%

5.0%

7.0%

9.0%

11.0%

2006 2007 2008 2009 2010

AA

Latino

Next Steps

• Develop messaging that is inclusive of African-American leisure values– Advertising– Membership

• Examine membership offerings and presentation

• Examining our gate presentation• Considering quantitative research

Questions?